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Aller Aqua Matches Rapid Expansion In Africa

As a company focused on its customers, and one that is expanding in Africa, it was natural for Aller Aqua to support World Aquaculture 2017 the first time it takes place in Africa. Since Aller Aqua was established, focus has been on the customers and what the company could do to help them achieve maximum output from their fish farms. Implementing costumer focus as one of the company values has enabled Aller Aqua to achieve continued growth, first in Europe, then Asia and now Africa. World Aquaculture 2017 is sponsored by Aller Aqua, and puts a spotlight on Africa. During recent years Aller Aqua has increased its focus on the African continent significantly by establishing local production and several additional sales companies. However, the company has been delivering high quality extruded fish feed to Africa for more than a decade. African aquaculture is constantly growing and thus the need for product optimization is increased throughout the value chain. Addressing the main challenges in the individual markets is fundamental in the company’s strategy and business structure in Africa. The main challenges are reliable availability, economic feed conversion rate, high and consistent quality, training and local presence. In January 2016, in light of the increased activity in the African countries, Aller Aqua appointed Niels Lundgaard Commercial Director of Africa. Niels focuses on expanding the business in the Sub-Saharan countries, and has during recent years helped Aller Aqua Group start sales companies in both Nigeria, Ghana, Kenya to mention a few. The group’s structure with subsidiaries in Nigeria, Kenya and Ghana forms a strong base for customer service in the region. A distributor is in place in Rwanda, and Aller Aqua agents are in place in Benin, Cameroon, Senegal and Tanzania. Besides this, there is direct export from Aller Aqua’s German factory, Emsland-Aller Aqua, to Uganda and Madagascar. In the north of Africa, the company’s Egyptian factory, Aller Aqua Egypt, has just expanded to include its third production line. Further Tunisia, Morocco and Algeria is supplied via both the group’s Danish and German factories.